tena usa

What tena usa does

TENA USA is the United States regional brand entity of TENA, the world's leading adult incontinence brand owned by Swedish multinational Essity AB (Essity Hygiene and Health AB), which is listed on Nasdaq Stockholm. Founded in the 1960s with over 60 years of category experience, TENA operates a full-range incontinence-care platform spanning absorbent products (pads, underwear, briefs, liners for women, men, and unisex use), skincare and cleansing products (3-in-1 wash cream, barrier creams, wash wipes), and digital health technologies. Notable technical components include ConfioAir Fully Breathable Technology, TENA Triple Protection / ProSkin formulations, and the TENA SmartCare family comprising the Change Indicator (sensor-based product status notification) and Identifi (continence assessment and monitoring).

TENA USA serves three primary customer groups through distinct go-to-market motions: (1) individual consumers (women across life stages, men over 40, and family caregivers) reached via direct-to-consumer e-commerce at shop.tena.us and retail stores; (2) healthcare professionals and care facilities (nursing homes, long-term care) reached via enterprise field sales, the TENA Net professional portal, and the integrated TENA Total Care program bundling products with training, MDS/QAPI compliance tools, and best-practice routines; and (3) independent pharmacies reached via a structured partnership program with commercial tools, shopper materials, and product training. Revenue is generated predominantly through hardware sales of consumable absorbent products, supplemented by professional services revenue from facility programs and digital health solution sales to institutions.

Pricing is not publicly disclosed on the professional website; B2B contracts are quote-based with multi-year cadences for care facilities, while consumer pricing is handled via direct customer-service channels. The brand leverages Essity's global scale — SEK 138bn (EUR 13bn) net sales in 2025, approximately 36,000 employees, operations in roughly 150 countries, and North American manufacturing in Kentucky and Drummondville, Quebec. TENA USA-specific revenue is not disclosed; group-level category outcomes cited include leakage reductions up to 38%, skin-status improvements up to 43%, and product-consumption reductions up to 20% in documented case studies. Certifications include EU Medical Device Regulation, Skin Health Alliance dermatological approval, and PEFC/FSC chain-of-custody certification for North American manufacturing pulp.

Name

tena usa

Legal name

Essity Hygiene and Health AB

Website

https://tenaprofessionals.us

Company type

Private

Founded year

1960

Operating status

Operating

Short description

TENA USA is the United States regional brand of TENA, the world's leading adult incontinence brand owned by Essity AB, providing absorbent products, skincare, and digital health solutions to consumers, care facilities, and pharmacies across North America.

Ownership category

akta.pro rank

Product category

Incontinence Care Products

NAICS

Surgical Appliance and Supplies Manufacturing (339113), Toilet Preparation Manufacturing (325620), Health and Personal Care Retailers (456)

SIC

Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840), Wholesale-Medical, Dental & Hospital Equipment & Supplies (5047)

akta.pro primary industry

Adult Incontinence Products (CRADALAF)

akta.pro secondary industries

Incontinence & Urological Supplies (Catheters, Briefs, Ostomy Supplies) (HSABAKAH), Continence Care Products (Adult Incontinence Pads/Briefs, Underpads, External Collectors) (HLAHALAH), Incontinence & Bladder Leak Products (Feminine) (CRABAIAM), Incontinence Products (Adult & Baby Diapers/Training Pants) (IMAMAGAE)

Keywords

• Adult incontinence products
• Absorbent hygiene products
• Continence care solutions
• Skincare cleansing products
• Digital health monitoring

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Incontinence Products: Sale of absorbent incontinence products including pads, underwear, briefs, and skincare products for women, men, and unisex use. Products sold through pharmacies, care facilities, and direct-to-consumer e-commerce.
2. Digital Health Solutions: TENA SmartCare digital health technology solutions including change indicators and monitoring systems for care facilities.
3. Professional Services: TENA Total Care and TENA Services including staff training, work routine optimization, and care concept implementation for nursing homes and care facilities.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

TENA USA manufactures and sells absorbent incontinence products (pads, liners, underwear, and briefs for women, men, and unisex use), skincare and cleansing products for incontinence care, and digital health solutions such as the TENA SmartCare Change Indicator and SmartCare Identifi. The portfolio is delivered directly to consumers via shop.tena.us and through independent pharmacies, healthcare facilities, and nursing homes under the TENA Total Care program, combined with training and operational support tools.

Product overview

TENA is a comprehensive incontinence care brand offering a full range of absorbent products, skincare, and digital health technology solutions. The product portfolio includes TENA ProSkin Underwear and pads (for women, men, and unisex), TENA Skincare & Cleansing products, and innovative digital solutions like TENA SmartCare Change Indicator and TENA SmartCare Identifi. The TENA Total Care integrated solution combines products with best-practice routines, support tools, and training for care facilities. Supporting tools include the Product Selector, TENA MDS Support, and TENA QAPI for nursing home care. The brand also offers sustainable options like TENA Stylish Washable Absorbent Underwear.

Differentiator

Problem solved

Functional benefit

Brands

• TENA ProSkin: Product line featuring absorbent incontinence products with skin health focus, including underwear, pads, and slips
• TENA SmartCare
• TENA SmartCare Identifi
• TENA Stylish
• TENA CurvDefence
• TENA ProSkin Underwear
• TENA Total Care
• TENA Solutions
• TENA Protects Program

Products and services

• TENA ProSkin Underwear Incontinence underwear designed to pull up or down like regular underwear, offering skin health and total security for individuals with incontinence.
• TENA ProSkin Day Light Incontinence Pads Incontinence pads for small urine leaks, designed for women with ConfioAir Fully Breathable Technology to help maintain skin's natural moisture balance.
• TENA Men Incontinence Products Incontinence protection specifically designed for men, including pads and underwear engineered for men's bodies that lock in leaks and control odor.
• TENA Women Incontinence Products Incontinence liners, pads, and underwear for women, available in a range of absorbencies to meet every customer's incontinence needs.
• TENA Unisex Incontinence Products Unisex incontinence underwear providing secure, discreet protection for all genders.
• TENA Skincare & Cleansing Products Skincare products including TENA 3-in-1 Wash Cream, barrier creams, wash wipes, and cleansing products designed for elderly skin and incontinence care.
• TENA SmartCare Change Indicator Digital health solution that notifies caregivers when absorbent products are dry, slightly wet, or if it's time to consider change, helping reduce product consumption and waste in care facilities.
• TENA SmartCare Identifi Digital solution for continence care assessment and monitoring in professional care settings.
• TENA Stylish Washable Absorbent Underwear Washable absorbent underwear designed for sustainability and reduced environmental footprint compared to disposable incontinence products.
• TENA CurvDefence Product innovation designed for enhanced fit and protection through curved fit technology.
• TENA Total Care Integrated continence care solution combining innovative products, best-practice routines, support tools, training, and expert advice for nursing homes and care facilities.

Quantifiable outcome

• Reduce leakage by up to 38%
• +5 more outcomes

Named customers10 records

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Five partnerships are on record, tiered core.

• Skin Health AlliancecoreStrategic or Co-development PartnerTENA ProSkin absorbent and skincare products are Dermatologically Approved by the Skin Health Alliance, a leading 3rd party international skin health organization that works closely with dermatologists and scientists to help promote healthy skin.
• EDANAcoreStrategic or Co-development PartnerEssity collaborates with EDANA, the international trade association for the nonwovens and related industries, to ensure compliance with the highest environmental and product safety standards for absorbent hygiene products.
• United Nations Sustainable Development GoalscoreStrategic or Co-development PartnerTENA supports the UN Sustainable Development Goals through the TENA Protects Program, focusing on social and environmental responsibility. Essity is committed to six SDGs where they can make meaningful impact.
• Corporate KnightscoreStrategic or Co-development PartnerEssity, parent company of TENA, recognized by Corporate Knights as one of the world's most sustainable companies. Also included in S&P Global's Sustainability Yearbook 2023 as one of the top 100 most sustainable companies.
• CDPcoreStrategic or Co-development PartnerCDP recognized Essity for leadership in sustainability. Essity is working to overcome global challenges through collaborations and partnerships supporting the UN Global Compact.

Scale indicators12 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• First Quality (Prevail): Prevail is a major North American adult incontinence brand from First Quality, with strong presence in both retail and long-term care channels — a head-to-head competitor with TENA.
• Hartmann (MoliCare): Paul Hartmann's MoliCare is a leading incontinence brand in Europe, competing with TENA across institutional and consumer segments, particularly in DACH and broader EMEA markets.
• Kimberly-Clark (Depend / Poise): Kimberly-Clark's Depend (adult incontinence underwear) and Poise (feminine incontinence pads) are the closest direct competitors to TENA in the US, with comparable retail and institutional distribution and a long-standing brand presence.
• Procter & Gamble (Always Discreet): P&G's Always Discreet brand competes directly with TENA in adult incontinence pads and underwear, leveraging P&G's massive consumer marketing scale and global retail relationships.
• Ontex (iD): Ontex's iD brand is a direct competitor in adult incontinence, with strong European retail and private-label exposure and growing presence in personal care globally.
• Abena: Abena is a Nordic incontinence care specialist competing with TENA in Europe across professional and consumer channels, with comparable product breadth and skincare adjacencies.
• Attends Healthcare: Attends is a US-focused incontinence brand serving both institutional and retail customers, directly competing with TENA in the long-term care and home-delivery segments.

Emerging players

• TZMO (Seni): TZMO's Seni brand is a growing incontinence care player in Central and Eastern Europe with expanding international reach, overlapping with TENA on institutional and consumer offerings.
• NorthShore Care Supply: NorthShore is a US-focused direct-to-consumer incontinence brand focused on premium absorbency and home delivery — competing with TENA's DTC channel in higher-acuity consumer segments.

Broad incumbents

• Medline Industries: Medline is a large medical supply distributor and manufacturer with incontinence products sold through healthcare channels — a broad incumbent that overlaps with TENA's institutional and continuum-of-care footprint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UC5KnysgzwnpxHeh8vI49qzw/about
• Facebookfacebook.com/TENAprofessionals
• LinkedInlinkedin.com/showcase/tenacontinencecare/posts/?feedView=all
• Instagraminstagram.com/tenausa

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about tena usa